Missing TV Fans Found--at Work, Bars

Word that hundreds of thousands of Americans watch TV at work may trouble their bosses, but it is welcome news to network executives.

An A. C. Nielsen Co. study released Wednesday by ABC estimated that more than 1 million TV viewers are not counted by current rating methods because they watch at work, in bars or other places, and not at home.

“These findings reinforce the need for improved measurement methods that accurately reflect how viewers really use television in today’s media environment,” ABC research chief Alan Wurtzel said in a statement.

The one-week study, made in November and conducted among 4,196 people, was sponsored by NBC, Nielsen, ABC and cable’s ESPN sports channel. About 53% of the 4,196 completed the viewing diaries used in the study, ABC said.

The study gave no margin of error.

About 36% of those who completed the diaries watch TV at work, and 21% tune in in hotels and motels, the study said. Sixteen percent watch in bars and restaurants, 9% in second homes and 15% in “other places.”

Nielsen, whose ratings represent 92.1 million homes with televisions, does not count viewers in such places as bars, hotels or college dormitories.

Major networks have been losing viewers to cable, independent stations and the Fox network of 129 stations. CBS, NBC and ABC, which once had a 90% share of the viewing audience, last season accounted for a combined 65%.